Omni-channel is the mantra for most brands and retailers. And with etailers
now opting for offline stores integration of both is key. As Abhinav
Yajurvedi, Senior VP, Myntra points out the ecommerce experience is
specifically built for the English-speaking crowd but the next set of users
is not going to come from this set. Therefore, these experiences need to
change dramatically and over the next four to five years, the focus will be
on building local experiences.

Myntra, is focussed in that direction but there is a long way before local
experiences can be integrated on the platform. Myntra currently has 20
million active users but this is just the start. His belief is that in the
next four to five years the brand will reach 700-750 million users. He says
the brand expands to Tier II-and-III towns, regional and omni-channel
experiences will take the front seat. These would be enabled by technology,
and not just ecommerce.

As per him cash on delivery is back to pre-demonetisation level. While
digitisation is the way forward, CoD is not going to go away anytime soon
because the country is conditioned in a certain way. The company is
building its digital experience around payments. However, payments, despite
being digital, is the most friction-full experience in ecommerce and a lot
of innovation is happening to streamline payments.

Talking about the integration and seamless delivery of its numerous
experiences to its customers he says that leverage Oracle Service Cloud to
integrate all customer interfacing channels. Being the early adopters of
Oracle Service Cloud and have been using it for four and a half years.
Myntra has grown at about 6-8 per cent Y-o-Y over the last five years and
today, the brand is the market leaders in the fashion ecommerce industry.